GENESIS G90

Genesis Gangham, the first standalone showroom for Hyundai’s luxury brand.

Launched in November 2015, the Genesis brand has quietly and steadily continued to transition away from Hyundai to stand on its own. Hyundai’s luxury marque is currently composed of just two models, with a third sedan on the way. By 2020, the Genesis nameplate should include six models — three sedans and three SUVs.

Standalone Genesis Showrooms

The big news right now has everything to do with the way the Genesis markets its products. Currently, Hyundai dealerships carry the Genesis, carving out showroom space to present its two models. Certainly, that’s not an ideal way to advance a luxury brand, something Hyundai Motors will rectify by awarding standalone Genesis dealerships to top-tier retailers.

The Hyundai-Genesis split follows a seven-year test of the brand with American consumers. Beginning with the Hyundai Genesis Sedan, followed by the Genesis Coupe and Hyundai Equus, consumer interest and acceptance was quickly confirmed. Indeed, the Genesis sedan quickly became one of the top sellers in the segment. Moreover, consumers expressed interest in a standalone brand, much in the same way Toyota maintains Lexus.

To begin the transition, Hyundai replaced the Equus with an all-new Genesis G90, while an updated Genesis sedan received the Genesis G80 name. However, the Genesis Coupe did not make the transition and ultimately Hyundai discontinued it. Even so, we may yet see a Genesis sport coupe at some point, but it isn’t a priority for the brand.

The first standalone Genesis showroom opened in early January in Korea. Dubbed “Genesis Gangham,” the new showroom sits in Seoul’s Samsung-dong, Gangnam-Gu, the city’s prime business district. The showroom features a “launch bay,” where the drive experience begins. There, shoppers have a choice of five test drive courses on public roads around the district.

The all-new Genesis G70 sedan arrives April 2018.

US Market Showrooms

As for the US market, Hyundai plans to give some of its 350 elite-level dealers priority to apply for standalone dealerships, according to Automotive News. For the 2019 model year, Hyundai dealers not making the cut will quit selling Genesis product, but will receive compensation from the automaker to cover inventory, training and equipment to service Genesis models and for helping raise Genesis awareness.

Genesis plans to award approximately 100 locations in 48 markets across the United States. Top markets include such major cities as Los Angeles, Chicago and New York as well as San Francisco, Miami and Washington, DC. Some markets will have just one Genesis showroom. Genesis will announce its initial franchise recipients in the coming months, requiring showrooms to open no later than the end of 2020.

New Genesis Product

As for the upcoming product, the compact G70 sedan is on sale in Korea and arrives in the US this Spring. The Genesis G70 targets such models as the BMW 3 Series, Cadillac ATS and the Mercedes-Benz C-Class.

As for the first of three Genesis SUVs, the GV80 Fuel Cell Concept revealed at the 2017 New York International Auto Show likely points to what’s in store. That said, Auto Trends believes the main model will feature a conventional gas-powered drivetrain with a fuel cell or hybrid optional. Hyundai Motors is deeply invested in vehicle electrification, perhaps serving as variants on conventional models such as the GV80.

The Genesis concept points to the brand’s first SUV.

Strong Luxury Sales

Hyundai Motors’ “go slow” approach to growing the Genesis brand comes as US auto sales pulled back slightly in 2017, following seven consecutive years of growth. Luxury model growth has slowed also, but consumers continue to flock to many models with higher price points. Launching a new brand is an extremely expensive and laborious proposition, a cost Hyundai Motors’ will spread out for several years to come.

The Genesis G80 is a midsize luxury sedan, designed to take on such models as the Audi A6, BMW 5 Series, Cadillac CTS, Mercedes-Benz E-Class, and the Lexus GS. Up until last year, we knew this vehicle as the Hyundai Genesis, but as of 2017, Genesis is now its own brand.

Thus, last year’s Hyundai Genesis is now this year’s Genesis G80, while the Hyundai Equus was replaced by an all-new G90 model. Consider the G80 as a refresh of the previous Genesis sedan model, adding more standard equipment as befits a luxury marque.

My initial Genesis G80 visitor arrived in November, a V8-powered rear-wheel drive model. Three months later a G80 AWD model showed up, powered by a 3.8-liter V6 engine. For now, all-wheel drive is available only with the V6, but a V8 AWD option is in the works.

2017 Genesis G80

The G80 wades into the luxury arena much in the same way a swimmer enters the water surrounded by sharks. Its starting price undercuts the competition by $5,000 to $11,000 or more, but the lower price point isn’t the only factor Genesis uses to win new customers.

Indeed, the Genesis brand carries over the lengthy 10-year, 100,000-mile powertrain warranty offered by Hyundai and builds on that with valet service, roadside assistance, and free maintenance — each service for three years or 36,000 miles, whichever comes first. Complimentary connected car services and satellite TravelLink is included in that critical timeframe too — typically matching the lease term for these models.

Notably, each warranty and service feature is something luxury shoppers want (and expect) when investing in a particular brand — here, Genesis not only shows up, but it shows off.

The Look and Feel of Luxury

Besides my two recent G80 visitors, I had a pair of Genesis sedan models prior to the brand transformation. The G80 is nearly identical to the previous Genesis, but with no signs of “H” or Hyundai badging. The winged Genesis logo is in place, underscoring what the new brand is all about.

What is familiar about the G80 is everything else from its long, elegant visage to its hexagonal grille with six horizontal bars. Wrap-around headlamps, LED accent lights, and LED fog lamps complete this sedan’s frontal presentation.

From the sides, Genesis opted for a more conservative approach, eschewing the dramatic lines and body sculpting found in such Hyundai models as the Sonata. That said, a distinctive character line at the door handle level adds interest along with rocker panel trim, and creased wheel wells. Furthermore, standard 18-inch alloy wheels add flair and distinction to this midsize luxury sedan.

From the rear, you’ll find a trunk lip spoiler. Large wraparound combination lights, reflectors and dual exhaust ports are also present.

Quiet, Luxurious Cabin

I enjoy luxury cars in this class for a number of reasons. That they actually seat five people without compromise is one of those reasons.

Sporty, firm bucket seats are up front, offering generous shoulder and hip bolstering. The split 60-40 fold-down rear bench seat includes a fold-0down center compartment with storage and two cup holders. As much as I like the third seat placement option, folding the middle position provides near limo-like comfort.

All G80 models are dressed in full grain leather with contrast stitching. Seat surfaces are smooth, comfortable, and easy on the body. Available genuine wood trim dresses the lower dashboard and can be found on various inlays in the cabin. Chrome trim and soft-touch materials are also present.

The G80 features a long list of standard equipment, including 12-way power-operated front seats, heated front seats, a leather-wrapped heated steering wheel with a tilt and telescopic function, an 8-inch touchscreen center display, full power accessories, Android Auto and Apple CarPlay, satellite radio, and a hands-free trunk.

Choose the premium package ($4,750) and you’ll also get a power tilt and slide panoramic sunroof, a rearview camera with parking guidelines, wood and aluminum trim upgrades, a 14-speaker Lexicon audio system, power rear sunshade, and manual side window sunshades. You can also choose the ultimate package ($4,200), what brings in upgraded leather, head-up display, a 9.2-inch color display with navigation, and a 17-speaker Lexicon audio system. All told, my test model retailed for $53,800, plus destination.

Safety Features and Ratings

All G80 models are equipped with nine airbags, including a driver knee airbag. The usual anti-lock brakes, and stability and traction control, are also present.

You also get automatic emergency braking, what works in tandem with smart cruise control and lane keep assist for stop pig this sedan if you don’t apply the brakes on time. One of my favorite tests of this feature takes place on high-speed roads with the occasional traffic light. As the sedan approaches the intersection with traffic stopped, it begins to slow down and come to a full stop. Not once did I have my foot away from the vicinity of the brake pedal, however. Just in case….

All models also come with blind spot detection and rear cross-traffic alert, and lane departure warning.

The Insurance Institute for Highway Safety (IIHS) has awarded the 2017 G80 with its Top Safety Pick+ award, its highest honor. Similarly, the National Highway Traffic Safety Administration (NHTSA) has bestowed its top five-star crash test rating on the Genesis.

Your Choice of Engines

The G80 line and the Genesis sedan before it has always been marked by two engine choices: a 3.8-liter V6 with 311 horsepower and 293 pound-feet of torque or a 5.0-liter V8 engine with 420 horsepower and 383 pound-feet of torque. Both engines are paired with an eight-speed automatic transmission with manual shift mode and paddle shifters.

All-wheel drive certainly does make a difference for the G80 in the usual areas — twisty roads and wet surfaces. A dry week made it impossible for me to accurately gauge the sedan’s responsiveness, but it is safe to say that torque distribution is realized when conditions warrant.

Although performance is sufficient with the G80’s V6, I must admit wanting that extra bit of power a V8 supplies. But that means trading off available all-wheel drive for rear-wheel drive only. Beginning in 2018, optional all-wheel drive rolls out across the product line.

Also coming in 2018 is a third engine choice: a 3.3-liter, twin-turbo V6 engine with 365 horsepower and 376 pound-feet of torque. Available with the all-new G80 Sport trim, the new powertrain offers a tantalizing middle ground, while also giving Genesis a performance line it needs. I’m not about to say it’ll take it to the BMW M Line, Cadillac’s V-Series, or other performance lines offered by the luxury brands, but it is a step in the right direction.

Parting Thoughts

The new-for-2017 Genesis brand certainly has its work cut out for it. With two models to start, more product choices are needed. Next up is a compact G70 sedan, followed over the next few years by three more model lines. Clearly, Genesis intends to expand its footprint to offer a fully competitive line of vehicles.

Genesis will have to sell the brand to traditional luxury buyers and that’s never an easy thing. One reason why the brand was created was to offer separation between Hyundai and Genesis, much in the same way you have Toyota/Lexus, Nissan/Infiniti, and Honda/Acura. But those brands have years of experience behind them in a market where consumers are unkind to anything less than the best.

As for the G80, it provides an affordable gateway to the Genesis brand, a well-equipped model with all the trappings you would expect from a midsize, luxury sedan.